HAMILTON COUNTY TOURISM ANNOUNCES RECORD-BREAKING YEAR IN VISITOR SPENDING

Wednesday, December 17, 2014

HAMILTON COUNTY TOURISM ANNOUNCES RECORD-BREAKING YEAR IN
VISITOR SPENDING

CARMEL, Ind. (Dec. 17, 2014) – Visitor spending in 2014 as a result of regional
advertising initiatives by Hamilton County Tourism, Inc. exceeded $100 million, a
42 percent increase from 2013, according to a research study released today by
the agency.

Carmel-based Strategic Marketing and Research Insights conducted the annual
research study to measure the success of advertising campaigns in influencing
travelers to visit Hamilton County. The report revealed visitors spend $225 for
every dollar the organization spent on advertising in 2014, as compared to an
already record $158 in 2013.

Among all visitor trips to Hamilton County in 2014, about 193,000 household trips
can be attributed to the agency’s advertising and promotions efforts, resulting in
more than $105 million in visitor spending.

Hamilton County Tourism spent less to reach a potential traveling household in
2014 at 36 cents per household compared to 65 cents in 2013, or 80 percent
less. Hamilton County Tourism spent $468,000 in direct media buys in print,
radio, television and digital media targeting the direct marketing areas of
Chicago, Champaign, Louisville and Fort Wayne. Digital advertising initiatives
also allowed the organization to extend into Dayton (Ohio), Cincinnati and South
Bend.

The advertising campaign that ran from April to September 2014 reached 23
percent of targeted consumers, an 8 percent increase from a 15 percent
awareness rating in 2013. The study also revealed a 57 percent increase in ad-
influenced trips.

“Hamilton County has grown into a regional tourism destination through the
investments our cities, attractions and businesses have made,” said Brenda
Myers, Hamilton County Tourism executive director. “The ability to accurately
target potential consumers through very tailored messages, and advertising and
promotions plans, combined with great things to see and do has made this a win-
win for the community.”